Leena Lele Dutta
Launched almost four years ago in 2017, and a late entrant in the childrenâs entertainment genre, Sony Yay has managed to attract audiences and create a space for itself, says Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kidsâ Genre.
Dutta said as there were established brands in the category, it was a challenge to come up with something that was rationally different from the existing players.
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Speaking about their journey so far, Dutta said, âWe had a huge and successful launch with Tiger Shroff. The first year was about setting the tone for audiences and business, the second year was better because we saw growth but in the third year, we were dealing with NTO. Luckily for us, we didnât have a major effect on viewership. Then in the fourth year, all of us were dealing with Covid. Each year has been extremely challenging but if I have to look at our four-year journey, there has never been a dull moment with being
Sony YAY! Introduces kids to Taarak Mehta Kka Chhota Chashma adgully.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adgully.com Daily Mail and Mail on Sunday newspapers.
With Taarak Mehta Kka Chhota Chashmah Sony YAY! woos kids and parents with animation; advertiser net widens
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Along with Taarak, the kidcaster plans to launch a total of 10 shows in FY22; eyes a top-five spot
In April 2017, leading media conglomerate Sony Pictures Networks India (SPNI) announced the launch of Sony Yay!, a children s channel. Before that, SPNI distributed Japanese channel Animax with very little or no control over the content.
So, in a way, it was SPNI s entry into children s broadcasting. The network decided to take on the likes of Shinchan , Doraemon , Chhota Bheem and Motu Patlu with new original home-grown shows. The channel is now celebrating its fourth anniversary. To mark the occasion, it has announced Taarak Mehta KKa Chhota Chashmah ( TMKCC ), an animated version of the superhit SAB TV show Taarak Mehta Ka Ooltah Chashmah ( TMKOC ).
Summer around the corner, Sony Yay! introduces 4 new shows indiantelevision.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from indiantelevision.com Daily Mail and Mail on Sunday newspapers.